These were some of the standard planning tools I used when working at a GroupM agency - MEC.
- IMS Clear Decisions is a great tool to analyze target audiences and create customer profiles for your brands - even more handy if you purchase your brand specific usage data. You can access BBM-RTS, PMB & Nadbank data in Clear Decisions.
- BBM Analytics InfoSys software helps to measure and understand media usage, particularly for broadcast mediums.
- ComScore is a must-have for digital planners, and they have also released ComScore-PMB fused data now, which links media and product usage to internet viewing habits.
The GroupM media agencies have a number of proprietary software to help with budget allocation, media flighting (particularly useful for allocating TV GRPs), channel allocation, etc.
